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About Us


Founded in 2015, The Chic Initiative is an award-winning Malaysian label of premium statement clutches, evening bags & minaudières. From dazzling crystals to luxe leather, each specially designed collection seeks to offer conversation-pieces that will elevate all looks. Across all touchpoints, from our bespoke dustbag to signature luxe packaging, attention to detail is important as we seek to convey the chic elegance that resonates with our audience. 


Hui Ling read Economics at Cambridge University & started her career in banking. Despite enjoying the challenges, she has always wanted to start her own label. Having seen gorgeous clutches on runways & somehow struggled to find similar pieces in the local scene, this found its way into inspiration for The Chic Initiative. 


We aim to stay true to The Chic Initiative's core essence which is to offer chic & elegant statement clutches. Trends may come & go, but we endeavour to design pieces that will stand the test of time. Is it our hope that each lovingly designed clutch bag will bring joy & delight to our fans & followers. 

 "I love how fashion is such a wonderful & creative means of self-expression. What we wear & carry project our innate style & unique personalities. Designing these pieces has been truly a labour of love. It is my hope that our customers would find these clutches exquisite pairings to any outfit. And to those who have purchased our clutches, thank you for this privilege of being part of your journey of self-expression. Thank you for this opportunity to be part of your story. ~Hui Ling